what makes the sleep number store different? you walk into a conventional mattress store, it's really not about you. they say, "well, if you want a firm bed you can lay on one of those, if you want a soft bed you can lay on one of those." we provide the exact individualization that your body needs. this is your body there. you can see a little more pressure in the shoulders and in the hips. then they start telling us, "well yeah, i feel sore righn there in the morning." my lower back. that's right where i've been experiencing pain. now you can feel what happens as we raise your sleep number setting and allow the bed to contour to your individual shape. oh yeah. it's really shaping to my body. when you find somebody's perfect level of comfort, that may be the first time 've ever felt a be, that feels exactly like they're hoping it would. you can adjust it however you want so you don't have to worry about buying the wrong mattress. once they get,ur bed, they're like, "why didn't i do this sooner?"